The trend towards channel integration in the maternal and infant products sector is becoming increasingly pronounced, with online and offline channels developing in tandem as the new norm.

The trend towards channel integration in the maternal and infant products sector is becoming increasingly pronounced, with coordinated online and offline development establishing itself as the new norm.

Online e-commerce accounts for 45% of the market, with social commerce growing at 76%. Offline maternal and infant stores are transforming into ‘experience centres’, increasing single-store service value-added by 20%. Some enterprises have adopted a ‘large-format stores + premium membership’ model, operating over 1,000 directly managed outlets nationwide with 90.7 million members. This enables targeted marketing, boosting member repurchase rates by 30%.

Industry insiders view channel integration as a crucial strategy for the sector to adapt to evolving consumer shopping habits. Through coordinated online-offline development, certain enterprises can deliver more convenient and personalised shopping experiences.